“Nature’s Bakery’s momentum has sustained even as the category slowed,” said Vilma Livas, the brand’s Chief Marketing Officer. While overall snack bar volumes are growing at flat to low single-digit rates, Nature’s Bakery achieved approximately 30% growth over the past year, outpacing competitors and expanding its market share significantly.

The brand’s three main categories—fig bars, oatmeal crumble, and brownies—are each experiencing double-digit growth. The flagship fig bars, available in flavours like raspberry, blueberry, and peach apricot, account for the bulk of sales.

To cater to changing consumer needs, Nature’s Bakery has diversified its portfolio:

• Oatmeal Crumble bars launched in 2019 for busy millennials seeking convenient breakfast options.
• Double Chocolate Brownie bars, introduced in 2023, marked the brand’s entry into dessert-inspired snacks, followed by the launch of a Salted Caramel flavor this year.

The range is designed to fit into various moments of the day, from Oatmeal Crumble for breakfast, Fig bars for midday snacks, and Brownies as evening treats.

Since its founding in 2011, Nature’s Bakery has prioritized health-conscious attributes. The bars are dairy- and nut-free, certified vegan, Non-GMO Project Verified, and free from high fructose corn syrup. These attributes resonate strongly with families and younger consumers looking for better-for-you options.

“Mars saw a significant opportunity with Nature’s Bakery when it acquired the brand in 2020,” said Livas. Today, the brand is the fourth-largest snack bar company in the U.S., with products sold in 100,000 retail locations, including Target, Walmart, and Costco.

In January, Nature’s Bakery announced a $237 million investment in a new baking facility in Salt Lake City, Utah, with a production capacity of nearly 1 billion packs annually to support its growth.

Looking ahead, the company is exploring ways to address underserved needs in the snack space, particularly for on-the-go consumers. While the brand remains focused on bars, Livas hinted at the possibility of expanding into other categories in the future, though with a measured approach.

“Our agenda is full, and we see a lot of potential left in bars,” she said. “When we move beyond that, it will be based on clear consumer needs and careful planning.”

Nature’s Bakery’s strategic focus on health, convenience, and innovation continues to position it as a standout in a challenging market.

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Freshness in baked goods is determined by characteristics such as appearance, aroma, and crumb texture. Over time, bread hardens due to the retrogradation of starch, particularly the amylopectin component. MC Mühlenchemie’s enzyme-based formulations address this issue by preventing the crystallization of amylopectin, thereby preserving the crumb’s softness and elasticity. When combined with emulsifiers or enzymes that enhance bread structure and volume immediately after baking, these solutions can extend freshness for up to three weeks.

The new products are particularly suitable for yeast-leavened baked goods such as sandwich bread and hamburger buns, and they also support specialized applications like tortillas, flatbreads, and cakes. The Alphamalt Fresh line is designed to meet varied consumer expectations, whether they prioritize crumb softness, moisture, or elasticity. The result is bread that stays soft on the inside with a moist, fresh impression even days after baking.

As a global leader in baking technology, MC Mühlenchemie continues to pioneer solutions that not only meet the evolving demands of manufacturers and consumers but also contribute to a more sustainable food system.

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Mondelēz, known for its popular brands such as Oreo and Ritz, described the acquisition as a crucial step in accelerating growth within the cakes and pastries category, which is a core focus alongside chocolate and biscuits. The company previously held a minority investment in Evirth, collaborating to develop and supply frozen-to-chilled cakes and pastries featuring its iconic brands.

Martin Renaud, Mondelēz’s executive vice president and chief marketing and sales officer, emphasized the company’s ambition to strengthen its position in the cakes and pastries segment, highlighting the absence of a dominant player in the market. He noted that this category represents a significant growth opportunity.

Mondelēz’s growth strategy in this sector has been largely fueled by acquisitions. The company has previously purchased U.S.-based Give & Go, known for brownies and cupcakes, as well as Chipita, a player in croissants and baked snacks in Central and Eastern Europe. Additionally, existing brands like Oreo and Cadbury are expanding their reach within this space.

The cakes and pastries market in China is currently valued at approximately $3 billion and is projected to grow at a compound annual growth rate of around 15%. With a population exceeding 1.4 billion, China presents a substantial opportunity for Mondelēz to enhance its presence in various consumption occasions, particularly events like birthdays.

Since CEO Dirk Van de Put took the helm in late 2017, Mondelēz has actively pursued global acquisitions to strengthen its portfolio, recently adding brands like Tate’s Bake Shop, Perfect Snacks, and Clif Bar to its lineup. Van de Put mentioned that the company evaluates 35 to 40 potential merger and acquisition targets each year, though most do not result in finalized deals.

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The initial investment for the venture is Rs. 35 crore, with a focus on expanding into metro areas and key travel retail locations, including airports. This expansion is expected to create approximately 1,500 jobs.

Brijesh Agrawal, Director of Bake & Brew, expressed confidence that the collaboration will cater to the evolving tastes of Indian consumers. Annick Van Overstraeten, CEO of Le Pain Quotidien, emphasized the brand’s commitment to offering authentic dining experiences with a strong emphasis on health and wellness.

The re-entry of Le Pain Quotidien into the Indian market comes at a time of significant growth in the country’s food services sector. According to a recent report by the National Restaurant Association of India (NRAI), the sector is projected to grow at an overall 8.1% CAGR between 2024 and 2028, with the organized sector expected to grow at 13.2%. The food services industry, valued at Rs. 5.69 lakh crore in FY24, is anticipated to reach Rs 7.76 lakh crore by FY28.

This growth is driven by factors such as one of the world’s largest young populations, rapid urbanization, increased exposure, and higher disposable incomes. Le Pain Quotidien’s expansion aligns with these trends, aiming to tap into the growing demand for quality dining experiences in India.

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After purchasing several snacking brands from Kellogg for $1.3 billion in 2019, Ferrero found itself grappling with the declining fortunes of Famous Amos, a chocolate chip cookie brand nearly half a century old.

The brand was suffering from declining sales, stagnant household penetration, and unchanging repeat purchase rates. Moreover, Famous Amos hadn’t received any advertising attention for over a decade. “Because of that, we needed to do something,” said Rachna Patel, Vice President of Marketing at Ferrero, in an interview.

Research indicated that consumers, especially millennials, were shifting away from dry-packaged cookies towards those in bakery or deli sections, or from specialty stores perceived as fresher and containing better ingredients. To address this, Ferrero sought to premiumize Famous Amos by increasing the amount of chocolate and using Belgian chocolate, which was well-received in taste tests. They also introduced new varieties under the “Wonders From the World” line, such as Philippine Coconut and White Chocolate Chips, Mediterranean Hazelnut and Chocolate Chips, and British Salted Caramel and Chocolate Chips, catering to millennials’ preference for international flavours.

Additionally, Famous Amos was repositioned in grocery stores to compete with premium brands like Tate’s and Pepperidge Farm instead of mainstream brands like Oreo and Keebler.

Despite these changes, the brand saw repeat purchase rates decline after an initial surge, and sales struggled to surpass those of the older recipe. Ferrero discovered that while many enjoyed the revamped product, its price—$7.99 for a 7-ounce bag at Walgreens—was more than consumers were willing to pay. Moreover, social media was abuzz with calls for the return of the original flavour.

Faced with these challenges, Ferrero realized they needed to act quickly to protect the brand’s long-term value. “We went back to the drawing board and started again from scratch,” Patel said.

Ferrero is now returning to the original Famous Amos recipe, redesigning the packaging, and lowering the price to regain consumer trust and revitalize the brand.

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In 2022, sugar-reduction claims were featured in 14% of bakery launches, marking a rise from 11% in 2018. The most common “free from” attributes cited by Innova include no additives or preservatives, GMO-free, and gluten-free. Looking ahead, Innova anticipates bakery developers will focus on eliminating multiple undesirable ingredients simultaneously, such as additives, GMOs, added sugars, and emphasizing vegan or plant-based formulations. Expectations also point towards an increase in high-protein, low-carb offerings utilizing complete protein sources like pea and chickpea.

For bakery brands already USDA-Certified Organic, this certification serves as a cornerstone for numerous “free from” claims. CIRANDA, a prominent North American provider of certified organic, non-GMO, and fair-trade food ingredients, highlights that USDA-Certified Organic certification addresses key consumer concerns about food content. Joe Rouleau, head of sustainability at CIRANDA, emphasizes the rigorous standards of the USDA-Certified Organic label, which ensures products are consistently produced without GMOs, harmful pesticides, chemical preservatives, or antibiotics. This certification is enforced by federal regulations, bolstered by third-party inspections, and guarantees traceability from farm to consumer.

Environmental and Health Safeguards

USDA Certified Organic stands out as the sole federal certification ensuring that production and processing are devoid of synthetic growth hormones, artificial flavours, colours, sewage sludge, and irradiation. Beyond safeguarding consumer health, this label plays a critical role in protecting rural and urban communities from exposure to persistent synthetic pesticides in the environment.

Studies, such as those published in the journal Environmental Health Perspectives, underscore concerns over synthetic glyphosate, widely used in conventional agriculture but prohibited in organic farming due to its potential long-term health impacts. Research indicates childhood exposure to synthetic glyphosate correlates with increased risks of metabolic and liver disorders in adulthood.

Legislative and Regulatory Landscape

Recent legislative efforts in some states have aimed to ban synthetic food dyes from bakery items and other foods certified organic, citing studies linking these additives to adverse behavioural effects in children. Moreover, while conventional products may utilize over 3,000 food processing aids and additives, USDA-Certified Organic products adhere to strict limits, with only 100 approved options.

For more detailed information on “free from” ingredients and organic farming practices, visit the USDA’s official website dedicated to organic topics.

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Aman Choudhary, Executive Director of Marketing at Anmol Industries Limited, stated, “Our current focus revolves around innovation, leveraging new technologies, and consistently introducing products that resonate with our customers’ evolving preferences. These elements are pivotal as we aim to achieve our ambitious target of Rs. 5,000 crore within the next five years.”

To support this goal, Anmol Industries has recently commissioned a new manufacturing facility in Thakurganj, Bihar, with an investment of Rs. 200 crore. This plant will enhance the company’s production capacity by adding 8,000 metric tonnes per month.

Anmol Industries offers a diverse product range, including biscuits, cookies, rusks, chocolate wafers, and cakes. The company has established a strong foothold in key markets such as Uttar Pradesh and Bihar, where it holds the second position in the biscuit segment. Additionally, it has a significant presence in Jharkhand, Bengal, and Odisha and aims to achieve the number one position in these states in the near future.

Beyond the domestic market, Anmol Industries has a robust global presence, exporting over 30 unique varieties of biscuits to more than 30 countries worldwide.

Choudhary highlighted the evolving consumer trends, stating, “The next five years mark an evolving customer trend in which the erstwhile rural customer has become very close to the urban customer. We are moving towards categories that are slightly more indulgent.” The company recently launched chocolate-coated cake products and is optimistic about gaining market traction in the indulgent biscuit and snacking categories.

Anmol Industries also introduced ‘Crunchy,’ a new chocolate wafer, as part of its growth strategy. Choudhary emphasized the importance of optimizing product offerings to meet shifting consumer preferences, noting significant potential in emerging channels like modern trade and e-commerce, which allow direct interaction with consumers.

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The day traces its origins back to Johanna Jurado, who passed away shortly before her 32nd wedding anniversary. Johanna’s love for unique celebrations and her belief that ice cream cake enhanced any occasion inspired her family to propose June 27 as National Ice Cream Cake Day. Over the past three years, this day has gained widespread popularity, bringing people together to celebrate the fusion of two beloved desserts.

National Ice Cream Cake Day is more than just an excuse to enjoy dessert. It emphasizes the importance of togetherness and creating shared experiences with loved ones. The joy of ice cream cake, a universally loved treat, helps foster connections and create happy memories for all ages.

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Mondelez’s President of India Operations, Samir Jain, noted the strategic value of this partnership, which leverages Mondelez’s extensive manufacturing and distribution capabilities. “It’s a synergy where both parties see immense value. Biscoff gains a robust entry into the Indian market through our established network, while we expand our premium biscuit portfolio,” Jain stated. He revealed that Biscoff production is slated to begin by mid-next year.

Since its inception in 1932, Lotus has transformed its spiced, caramelized Biscoff biscuits into a global sensation. The company’s CEO, Jan Boone, emphasized the importance of a strong local presence, highlighting Mondelez’s commercial expertise and market-specific knowledge as critical factors for success in India. “Mondelez is the perfect partner to help Biscoff realize its full potential in this dynamic market,” Boone said.

Currently, Biscoff cookies are imported into India, carrying a high price due to substantial import duties. Jain indicated that local production would significantly reduce costs, making the beloved cookies more accessible to Indian consumers.

Mondelez, which derives a significant portion of its global revenue from biscuits, sees this move as part of its broader strategy to diversify its product offerings in India, a market traditionally dominated by chocolate sales. The Indian biscuit market, valued at Rs 45,000 crore, presents a substantial opportunity, especially given that biscuits outsell chocolates by a considerable margin.

The partnership also includes plans for co-branded chocolate products, combining Biscoff with Mondelez’s well-known chocolate brands like Cadbury in the UK and Milka in Europe. These products are expected to hit the market in early 2025.

Dirk Van de Put, CEO of Mondelez International, expressed enthusiasm for the partnership, noting that it aligns with the company’s strategic focus on expanding its presence in the cookies’ category. “Bringing Biscoff to India and developing new chocolate flavours for Europe will strengthen the loyalty consumers already have for our brands,” Van de Put remarked.

This agreement not only enhances Mondelez’s product portfolio but also marks a pivotal step in making the premium Biscoff brand more affordable and widespread in India, a market with immense growth potential for premium snacking products.

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The revamped McVitie’s Tasties range includes three delightful sandwich creme biscuit variants: Double Choco, Choco-Vanilla, and Choco-Orange. Additionally, the range offers three cookie variants: butter, cashew, almond, and coconut. Each variant starts at an affordable price of ₹10 and is available at various other price points to cater to a wide audience.

The new flavours are crafted to provide a tantalizing taste experience while maintaining affordability. McVitie’s has focused on quality and indulgence, evident in the modern, eye-catching packaging designed to attract consumers and enhance the snacking experience. The packaging not only improves visual appeal but also ensures product freshness and convenience.

Ritesh Gauba, Country General Manager for India at Pladis Global, shared his excitement, stating, “At McVitie’s, our mission is to meet the desires of our consumers. The new cookies and creams range under McVitie’s Tasties is a testament to our dedication. From extensive market research to using the finest ingredients, every aspect of this range showcases our commitment to excellence. We aim to deliver a delightful snacking experience that resonates with the Indian palate and offers excellent value for money. Our goal is to create joyful and memorable moments with every bite.”

Pawan Jagnik, Head of Marketing for India at Pladis Global, also expressed his enthusiasm about the relaunch, saying, “We are thrilled to reintroduce our cookies and creams under the McVitie’s Tasties range with a fresh new look. McVitie’s has long been associated with Digestive and Hobnobs in India, and this relaunch underscores our commitment to expanding our indulgent offerings. Through rigorous market research and understanding consumer preferences, we have created a range that goes beyond expectations. This relaunch is about more than meeting consumer needs; it’s about crafting those magical moments of joy and satisfaction that define the McVitie’s experience.”

McVitie’s has leveraged comprehensive market research to develop the McVitie’s Tasties range, ensuring that the products align with the preferences of Indian consumers. The brand’s new approach integrates local tastes with contemporary, premium packaging, reinforcing McVitie’s commitment to quality and craftsmanship.

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